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Adding digital tough-points into the donor journeyDigital Fundraising

PRESENTED BY SHANELLE NEWTON CLAPHAM

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WHO AM I?

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TWEET ABOUT THIS SESSION

@ShanelleOnline

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#DigitalFundraising

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IT’S ALL ABOUT INTEGRATION

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JUST IMAGINE THIS

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SOME EXAMPLES THAT COME CLOSE

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DIGITAL IS

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Aware

-

Synopsis

Consider

-

Relevant

Action

-

Engage

Donation

–

Emotion

Commit

-

Cause

YOUR DONOR’S JOURNEY

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APPROACH TO DIGITAL STRATEGY

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MAKE AN EMOTIONAL CONNECTION

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TELL YOUR STORY IN EPISODES

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• Revenue – More of it

- New income streams

- Higher average gifts (cash donations)

• Return on Investment – Better quality, lower costs (for RG)

- Lower CPA (at least 15% lower than F2F in year 1)

- Much better first gift completion rates (300% better)

- Higher retention

- Break even faster

• Efficiency - Make your existing fundraising channels work harder

- Integrate digital touch-points into your traditional programs

• Diversification - New acquisition channel

- A different type of supporter and donor.

WHY YOU SHOULD GO DIGITAL

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MOBILE SHOULD BE THE CENTRE

OF YOUR DIGITAL STRATEGY

The Zero Moment of Truth

• 51% of email is opened on a mobile device but just 1.25% of websites

are mobile-friendly

• 17% of Australians shopped via their mobile in 2013

(UNICEF made 10% of their online revenue from Mobile donations)

• PayPal Australia reports that donations made online have grown 26%

in the last 12 months

• Social & mobile are so entwined that it has big impact on peer-to-peer

fundraising campaigns. The Leukaemia Foundation’s appeal revenue

for World’s Greatest Shave went from AU$14 million in 2010 to over

AU$18 million in 2012 after mobile was introduced into the fundraising

mix.

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SEARCH IS ESSENTIAL

TO YOUR DIGITAL STRATEGY

• In 2009, 80 per cent of internet sessions started with a Google search

– today that number is even higher

• There were 1.2 trillion searches in Google in 2012

• In January 2012, Google reported its first month where there were

more mobile searches than those performed on a desktop computer

• In January 2013, Google reported that desktop search was down for

the 4th consecutive month & that mobile searches make up 30% of

the search volume for some verticals (restaurants, beauty and

consumer electronics).

The Google Grant

Google offers not-for-profits a

grant of $10,000 per month.

Max CPC $2.

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EMAIL IS THE STRONGEST

DIGITAL CONVERSION CHANNEL

• Email converts at a higher rate (4.16%) than organic search engine

fundraising (2.64%) and social media (0.48%)

• In only four months in 2012, email views on iPads grew by 74% and

mobile devices by 34%

• If you segment your email database to send more targeted messages,

you are likely to get a 30% better open rate & a 50% click through rate

(CTR%)

• Implementing an automated follow-up email to an abandoned

donation could reap up to a 20% conversion rate.

Average NFP email click

to convert rate is 3%.

My clients enjoy 6-8%.

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DIGITAL FUNDRAISING

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Email subscribers

Online advocates

App Downloads

Survey respondents

SupportersAppeal/ one-off donors

Merchandise customers

DonorsRegular givers

Members

ACQUIRE NEW SUPPORTERS & DONORS

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Aware

-

Synopsis

Consider

-

Relevant

Action

-

Engage

Donation

–

Emotion

Commit

-

Cause

YOUR DONOR’S JOURNEY

Day 0 Day 4 Day 7 Day 13 Day 21 Day

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MAKE AN EMOTIONAL CONNECTION

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POINT OF DONOR ACQUISITION

(CONVERSION)

Direct Mail Face 2 FaceWeb /

Mobile site

Social MediaDirect

Response TV

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AN INTEGRATED DONOR JOURNEY

New

supporter

acquired

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DIGITAL DONORS

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USE TECHNOLOGY TO

AUTOMATE YOUR SUPPORTER’S EXPERIENCE

Search is {keyword} dynamic

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DIFFERENT WAYS TO TELL YOUR STORY &

CONNECT WITH PEOPLE WHO CARE

Acquisition

Onboarding

Retention

Nurture

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DOWNLOAD THE EBOOK

Visit the website to download the ebook about How to Acquire Donors Online

http://www.parachutedigitalmarketing.com.au/our-services-are-digital-adventures/acquiring-new-

donors-online/

Free Chapter of Book: http://www.parachutedigitalmarketing.com.au/resources-and-free-

stuff/integrating-digital-fundraising-mix/

At t ract i ng Donors Onl i ne Digi tal fundraising that works

www.parachutedigitalfundraising.com.au

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Integrat ing digital into the overal l fundraising mixby Shanelle Newton Clapham

This chapter is an extract from

Shanelle’s book about online fundraising,

Attracting Donors Online.

Let Shanelle Newton Clapham show you

how to implement digital fundraising that really works. Put your

donors’ needs first online and learn how to integrate digital into

your fundraising strategies and be rewarded with better quality,

and a greater number of prospects.

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Questions?